I agree with you BUT; everyone has to farm it out since the owner himself--at most dealers--cant do it. So whether is an employee or a vendor we are in a very similar boat.
I have seen many dealers that hire a 'smart kid' and after a month he is writting about how bored he is alone in his office at the dealer. BTY-breaking news for dealers; Social media is boring as hell (compared with TV, radio, etc). In genertal and perhaps due to lack of knowledge and budget, you don't have much to pull from.
So in the end since it is not easy to get the dealer involved plus I don't recomend the dealer to get involved (pay more attention to what Pash says about SEO, do Craigs List, etc--that will make you money) I always revert to what I said before: spend little and control what happens.
About building loyal customers, etc. I think that we will see rare cases were a dealership has the right people with the right qualities and they will build something special like: "WRX FB Association of Chicago" where a Subaru dealer puts resources into that, helps the smaller clubs coordinate, helps them with events, sponsors monthly gatherings by paying for the food, etc--that will get a follwing.
Other than that, I think it will be hard for small businesses--not just car dealers--to be able to build enough need+interest to get a significant number of followers.
